Medical Representative Essay

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ACKNOWLEDGEMENTS


I would like to express my deep appreciation to Dr. Nguyen Thi Tuyet Mai, my thesis supervisor, for her unwavering support and supervision throughout every stage of my research, especially her guidance in the development of the questionnaire for customer survey and also in data analysis process.

My sincerely thanks go to Vietcombank Hanoi Managers, particularly Mr Tran The Vinh – Head of Card Service department for his encouragement and great support given to me during the research.

Special thanks are due to the Vietcombank Hanoi card service staffs and customers, who participated in this research for their kind assistance in conducting the customer survey.

With high appreciation,

Do Thanh Thuy

NEU Business School EMBA 6th intake

TABLE OF CONTENT



ACKNOWLEDGEMENTS 1
TABLE OF CONTENT 2
LIST OF FIGURES 4
LIST OF TABLES 5
EXECUTIVE SUMMARY 6
CHAPTER 1. INTRODUCTION 8
1.1 Rationale 8
1.2 Research objectives 9
1.3 Research questions 9
1.4 Structure of the research 10
1.5 Scope and limitation of the research 10
CHAPTER 2. THEORETICAL FRAMEWORK 11
2.1 The role of the sales force on the process of creating value on service field 11
2.2 Designing and managing the sales force on service marketing: 12
2.2.1 Designing the sales force: 12
2.2.2 Managing the sale force: 15
2.3 Sales force quality from view point of customers 21
2.3.1 Customer Satisfaction: 21
2.3.2 Customer Loyalty: 22
CHAPTER 3.   RESEARCH METHODOLOGY 23
3.1 Data sources and data collection methods: 23
3.1.1. Data source: 24
3.1.2 Data collection methods: 24
3.2. Data collection and analysis 30
CHAPTER 4. RESEARCH RESULTS 31
4.1 Overview about Vietcombank, Vietcombank Hanoi branch and American Express Card: 31
4.1.1. Overview about Vietcombank: 31
4.1.2 Overview about Vietcombank Hanoi branch: 32
4.1.3. Overview about Vietcombank American Express card: 34
4.1.4 Overview about the sales force of Amex card at Vietcombank Hanoi branch: 36...

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